Sometimes it’s hard to know when to stop. That could be when you’re still having fun and you don’t want to stop even though it’s after midnight and you’ve got to be in work at 9. In my early 20s I could get away with that. In my mid-50s? No chance. The dark sides of not knowing when to stop are dependency and addiction. Then there are the mental ‘ought’s and ‘should’s. I ought to finish reading this book, that I’m not enjoying at all, because the author took so much trouble in its writing. I should keep working on this collaborative piece even though my collaborator hasn’t answered my emails in months.

There’s an art to knowing when to stop. My mother, who is prone to outbreaks of wisdom, explained to me the point of stopping while you’re still having fun. Because what’s the alternative? Keep going till you’re not having fun any more? If you do that, you’re unlikely to want to do whatever-it-was again. Whereas if you stop while you’re still having fun, you keep the magic.

The ‘ought’s and ‘should’s can bog off. There are so many books (and journal articles, and – ahem – blog posts, and so on) that if you’re not enjoying one, why take the time to read it to the end? You won’t have time in your whole life to read all the books (journal articles, blog posts etc) that you do enjoy. So blow it out. Read the last page/paragraph if you need to satisfy your curiosity, then toss it and find something that suits you better.

And as for collaborations that have gone belly-up… that can be hard, when you’ve put in a lot of work and you’re not far from the finish line. But recognising when you need to quit is an important survival skill because it protects you from throwing good time after bad.

There’s another way this can work, too, which is not so much knowing when to stop as recognising that you have stopped. This has happened to me with my New Year’s resolution (I know! July! Not bad, eh?). My resolution was to review a book a week; i.e. an academic book, and to publicise this and encourage others to join in. I said from the start that it didn’t actually have to be a book a week, and I followed my own guidance; I reviewed 14 books between 1 January and 7 June, 12 on Wordery/Amazon and two for the LSE blogs. I haven’t reviewed an academic book in the last couple of months, though I’ve read quite a few. I will continue to review academic and other books but I’m not going to plug it as a ‘thing’ any more.

This is partly because hardly anyone joined in. A few people said it was a great idea, and one or two did write reviews, but it was evidently an idea whose time has not come, or has passed, or will never exist. Conversely, the monthly creative methods chat that I started in June has taken off rather well. And of course the point of all these things is not only to be the thing in itself, but also to raise my profile. Sounds cynical, in a way – yet I’m running a business and I have books and skills to sell. That doesn’t mean I’m trying to sell them to everyone all the time; that would clearly be unrealistic. I aim to create initiatives which will be of value to people in themselves, because I think that’s the best way to do marketing. Not to shout GIVE ME WORK AND BUY MY BOOKS AND BE MY PATRON but to generate resources and opportunities for people, which may lead to some of those people choosing to put some work or money my way. Or not – there’s no obligation and I like it that way. But the return on investment for these initiatives is low. For example, there have been over 5,000 downloads of Starting Your PhD: What You Need To Know and around 25 reviews worldwide, or one review for every 200 downloads. So evidently it’s sensible to invest time in the initiatives that increase my visibility rather than those that don’t, no matter how close they may be to my heart.

So bye bye, review a book a week. It was nice knowing you. And hello, #CRMethodsChat. You’re ace, and you happen on the second Tuesday of every month. Long may that continue.

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